Understanding player behavior in online games: The role of gender
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- 作者：Chuang-Chun Liu ccliu0406@mis.ccu.edu.tw" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae
- 关键词：Online game ; Social cognitive theory ; Self-efficacy ; Outcome expectations ; Trust ; Gender
- 刊名：Technological Forecasting & Social Change
- 出版年：2016
- 出版时间：October 2016
- 年：2016
- 卷：111
- 期：Complete
- 页码：265-274
- 全文大小：661 K
文摘
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This study developed a theoretical model based on social cognitive theory.
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Exploring the gender differences in the context of online games
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The proposed research model is evaluated using structural equation modeling.
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The results help marketers design online games to enhance users' intention to play.